The Amazon Hybrid Selling Model: How to successfully sell to Amazon 1P and 3P 
Fifth Ave Room

Businesses are increasingly utilizing the strategy of selling simultaneously on Amazon’s Vendor and Seller Central platforms to leverage the advantages of both selling methods. This is known as the Amazon hybrid selling model. Learn how to use Amazon’s third party selling platform in conjunction with Vendor management to increase sales, determine your assortment strategy, avoid common pitfalls of managing both channels and understand if this approach is the right Amazon selling model for your business.

Kathleen Kobel, eCommerce Marketplace Manager, Medela
Kathleen Kobel is an expert Amazon seller with over 10 years experience selling on 3P marketplaces. She’s helped hundreds of businesses grow their brands and scale their sales by selling products on Amazon. Her mission is to help businesses increase their visibility, trust factor and profits by selling on a marketplace full of customers ready to buy.

Adapting to Win with Walmart’s Digital Commerce & Omnichannel Strategies
Cascade 1 Room

In this session, Mark Stamps, VP of Digital Commerce at Harvest Group, and Michael Turner, Team Leader of Digital Innovations, will provide a detailed review into the latest changes to the Walmart omnichannel ecosystem and provide perspectives on how CPG manufacturers can invest in Walmart’s digital retail strategies to win. Mark and Michael will share specific examples on how to activate on-site fundamentals on & Online Grocery Pickup as well as how to capture key metrics and sales data to track performance. They will also share best practices in working with Walmart Media Group (WMG) and what to consider when resourcing teams against this growing business.

Mark Stamps, Director of Digital Commerce, Harvest Group
Mark Stamps is Director of Digital Commerce & Advanced Analytics at Harvest Group—a leading omni-channel agency that provides full-service management teams & consulting services for consumer packaged goods companies at the world’s largest retailers.

Mark began his career leading merchandising systems development for Walmart and Sam’s Club before launching his CPG career by joining Procter & Gamble—where he ended up delivering record sales across P&G’s expansive brand portfolio on Walmart’s Global eCommerce platforms. Mark has also worked for Mars-Wrigley Confectionery and Philips Personal Health brands.

Michael Turner, Digital Commerce Lead, Harvest Group
Michael Turner is the Digital Commerce Lead at Harvest Group—a leading omni-channel agency that provides full-service management teams & consulting services for consumer packaged goods companies at the world’s largest retailers.  

Michael started his retail journey in Walmart brick & mortar, pursuing technical innovation in supply chain management. From there, he jumped into the evolving space of Walmart digital commerce, bringing together the store and online experiences. Michael is also experienced in software development, advanced analytics, and Amazon marketplace selling.

Negotiating to Win: Strategies for Engaging Retailers
Cascade 2 Room

Negotiating with major retailers like Amazon, Target and Whole Foods is tough. As profit margins are squeezed by price transparency and large investments in multi-channel capabilities, tensions between suppliers and retailers continues to rise. This is having  major consequences on negotiated results. Daniel Duty, an expert at creating win-win outcomes, will explore how major retailers are approaching negotiations today and how suppliers can best engage them to create more value.

Daniel Duty, Founder & CEO, Conlego 
Daniel Duty is an internationally known expert in the fields of negotiation and partnership building.  He is the founder and CEO of Conlego, a firm specializing in these areas for retailers and CPG companies like Target, Whole Foods, Petco and American Greetings.

Daniel built the Business Partnerships and Negotiations team for Target where he developed its negotiations and partnership strategy and implemented a variety of tools, creating billions of dollars in savings and growth.

Daniel has led hundreds of negotiations on every conceivable topic with companies from private label producers to Coca Cola, Hasbro, and Levis. He developed strategic partnerships creating innovative new products and solutions with organizations like P&G, Starbucks and UNICEF.

Daniel has taught thousands of businesspeople in the art and science of negotiation and partnerships at companies, business forums and leading universities such as Harvard, Berkeley, and Northwestern.

Prior to joining Target, Daniel negotiated on behalf of US Senator Paul Simon, the US International Trade Commission, General Mills and other organizations.

Winning Home Improvement Pros with Integrated eCommerce: How to best leverage and coordinate data, digital channels and tools to drive Pro customer engagement and sales
Vashon Room

Pro Builders and Contractors are experiencing historic labor shortages. It is causing pros to look for ways to save time and increase productivity. 42% of pros are Millennials, and 47% are GenX. This young workforce is turning to the internet for solutions resulting in almost 60% of product searches starting with Amazon. Yet traditional retailers are asking brands to limit their activities outside their own eCommerce platforms. Amazon and other eCommerce-first retailers focus on categories where they have above-average share and growth. If you are in the home improvement or building products categories, the risk of retail pressure will be unusually high and will create the need for new strategies. During this session, the SFW team will outline an approach that allows manufacturers to best leverage and coordinate data, digital channels, and tools to drive Pro customer engagement and sales.

Ged King, CEO, SFW 
Ged King is the Chief Executive Officer at SFW, a brand innovation company, employing 60 consultants in Raleigh and Greensboro North Carolina. Under his leadership, SFW has appeared on the Inc. 500/5000 list in 2012, 2013, 2014, 2015, 2016 and 2018 for being one of the fastest-growing companies in the U.S. During his time at SFW, Ged has been fortunate to work on great brands such as GE, Walmart, Burt’s Bees, Channellock, Fruit of the Loom, Tylenol, and Estee Lauder.

Before leading SFW, Ged held positions in sales and marketing at Swing-N-Slide. While there he helped the company grow over 950% and go public on NASDAQ. He also worked seven years in store operations at Kroger, where he learned the retail business from the consumer at the store level.  

Ged holds a B.S. in Industrial Engineering from N.C. State University—Go Wolfpack! He is an Adjunct Professor of Practice at Wake Forest University where he teaches Consumer Behavior, Brand Management, Product Development, and Marketing Research. He is also on the faculty of the Path to Purchase Institute. When not working or spending time with his wife and two children, Ged is an avid cyclist, a commercial pilot, and an instructor. 

Ashley Dillon, Account Director, SFW 
As Account Director at SFW, Ashley is directly responsible for the leadership and growth of the agency’s largest clients. It’s a big job. One that includes everything from managing international category campaigns to driving the marketing for a familiar tool manufacturer to leading product launches for well-known consumer packaged goods brands.

As a recipient of the 40 Leaders Under 40 award, she’s been recognized for delivering measurable success for her clients and SFW alike—all while spearheading multiple non-profit initiatives.

Ashley graduated from the University of North Carolina at Chapel Hill with a degree in journalism and mass communication and lives in North Carolina with her husband and son. In her spare time, she can be found woodworking, running, and pretending to be the “bad guy” as she evades a kid-sized Captain America.